A VC« Consumer Feedback Goes Mainstream | Main | Hard-Fi at The Bowery Ballroom »
Exploding Radio (continued)
So Google bought dMarc today for $100 million upfront and a huge earnout.
dMarc makes software for radio broadcasters to insert audio advertising into their broadcast streams.
Google said it plans to integrate dMarc’s technology into its AdWords advertising program according to this post on Jeff Jarvis' Buzzmachine.
So if I am getting this right, Google is going to offer audio ads in addition to text and banner ads. It's not clear if they will be placed as search results or in some other context (AdSense for streaming audio and video?).
In any case, this is another move that shows that rich media is a big direction for Google, both on the content side and the advertising side.
Comments (4) | | TrackBack (6)
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b2c969e200e55022291a8833
Listed below are links to weblogs that reference Exploding Radio (continued):
» Google's Becoming a Fuller Media Offering from SortiPreneur
Google has bought dMarc, an advertising technology provider to the radio industry. The price tag is pretty large - a $100m deal that, with a mega earnout, can go up to $1.14 billion (according to the WSJ, via Jeff Jarvis). [Read More]
Tracked on Jan 17, 2006 7:59:34 PM
» Google enters radio advertising space from Core Dump
Google's latest acquisition - dMarc Broadcasting, makers of software for radio broadcasters to insert audio advertising into their broadcast streams - marks their foray into audio advertising. As Fred Wilson points out, this shows how media is a big di... [Read More]
Tracked on Jan 17, 2006 10:57:51 PM
» Google enters radio advertising space from Core Dump
Google's latest acquisition - dMarc Broadcasting, makers of software for radio broadcasters to insert audio advertising into their broadcast streams - marks their foray into audio advertising. As Fred Wilson points out, this shows how media is a big di... [Read More]
Tracked on Jan 17, 2006 10:58:46 PM
» Google enters radio advertising space from Core Dump
Google's latest acquisition - dMarc Broadcasting, makers of software for radio broadcasters to insert audio advertising into their broadcast streams - marks their foray into audio advertising. As Fred Wilson points out, this shows how media is a big di... [Read More]
Tracked on Jan 17, 2006 11:08:27 PM
» Google Radio from Rags' Soapbox
Google has been making people in just about every media business take notice. Publishing houses with Google Print. Television and Movies with Google Video. Music with their Music Search Engine. And, after today, Radio. They purchased dMarc Broadcasting... [Read More]
Tracked on Jan 17, 2006 11:53:32 PM
» Google enters radio advertising space from Core Dump
Google's latest acquisition - dMarc Broadcasting, makers of software for radio broadcasters to insert audio advertising into their broadcast streams - marks their foray into audio advertising. As Fred Wilson points out, this shows how media is a big di... [Read More]
Tracked on Jan 18, 2006 12:35:53 AM
Posted January 17, 2006 in Venture Capital and TechnologyComments
Not too familiar with dMarc, but I wonder if this could also be a harbinger of "adwords for podcasts" that many have predicted....
Posted by: Mike | Jan 17, 2006 4:38:12 PM
"Not too familiar with dMarc, but I wonder if this could also be a harbinger of "adwords for podcasts" that many have predicted...."
Not at 100 million cash (plus performance incentives).
Seems more likely they want to roll up online ads and on air radio buys (in particular in local markets). They're buying relationships with local radio stations.
Posted by: Erik | Jan 17, 2006 4:54:55 PM
Google has filed a patent "call-on-select". A technology that evaluates the visual real estate of the presentation device, the connection speeds and the input capabilities of the device. Based on the evaluation it selects the appropriate add format , video, text / image banner to a call to the advertiser. Google is also testing a new product " Click-to-Call" gives you a free and fast way to speak directly to the advertiser you found on a Google search results page – over the phone. The value of an audio interface to connection becomes highly evident in devices which do not enjoy rich UI that are available on PC's. I will not be surprised if Google launches an IVR ( Interactive voice response) based search service or a hybrid of visual and IVR based search service that is subsidized via Audio ads and enables users to search, and connect with advertisers purely through a voice interface.
Google's context matching and ranking engine is just as applicable to video and audio advertisement formats as it is to banner and image based ads. Add personalization data to the mix and voila Dmarcs technology can be used to build and promote ad subsidized music content models and ring back tone content.
Context/ranking engine + Adsense+ Personalization data+Dmarc = Targeted audio and video adds supported/subsidized Microchnuked Audio and video content
Posted by: Lalit Sarna | Jan 17, 2006 5:05:58 PM
dang that sounds dangerous fred
Posted by: simon | Jan 17, 2006 11:32:11 PM
Main RSS Feed of All Posts
VC and Technology Posts Only
